Moments - a new marketing model
The sales funnel in the classical sense no longer exists. It is replaced by short bursts of activity, which we called "micro-moments"“Jerry Dischler, vice president of product management at AdWords, said Jerry Dischler.
Consumer behavior has changed radically. Today’s battle of companies for hearts, minds and money is defeated (or triumphs) in the so-called micro-moments (a term suggested by Google) - moments that follow the consumer’s intention in the decision-making process and the formation of preferences. These moments can be traced at the entire stage of the consumer journey to the purchase of goods or services. Below we will examine in more detail this completely new mental model in marketing.
As the mobile becomes an integral part of our daily lives, we are witnessing fundamental changes in the way people interact with the media. Daytime online sessions have been replaced by multiple pieces of interaction that occur instantly. Now it’s hundreds of moments daily - check the time during the day, write a message to a friend, chat with friends on social networks.
But there are other points as well - Moments I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy - which really matter. Google called it "micro-moments" and they change the rules of the game for both consumers and brands.
Micro-moments occur when people reflexively turn to their device - most often a smartphone - to find out something, do, study, browse or buy. These moments are full of intentions of the user when the decision is already made and preferences are formed. At these points, consumer expectations are higher than usual. The powerful devices that people now possess have taught users to immediately receive exactly the information they need at the moment.
What conclusions does Google suggest from its recent research on micro-moments:
- Of the tourists who are users of smartphones, 69% of ideas for guiding travel came from users' free time, for example, when they stood in line or in the subway.
- 91% of smartphone users view information on their devices in the middle of a task.
- 82% of smartphone users turn to their device while they are in the store and decide which product to buy. As a result, 1 out of 10 users buy a different product than previously planned.
- 69% of online consumers agree that the quality, time and relevance of a message from an advertiser affects their brand perception.
Successful brands in the future will be only those that have a strategy for understanding and satisfying consumer needs precisely at these micro moments. BYYD • Mobile Advertising Platform